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Ray Tesi, senior vice president of Worldata, thinks overall list rental prices may not rebound in the near future based on available tracking data now.

“I think part of it’s still due to the recession. Especially on the consumer side, there’s still some consumer confidence that needs to be brought up a bit,” he says. “I think consumers are getting a little more savvy and are being more discerning not only about what they want to respond to but what they want to open.”

List rental prices for permission-based business-to-consumer e-mail files dropped $8 to $102 per thousand from $110 per thousand last winter, according to the index. Consequently, Tesi notes, the prices and CPMs (costs per thousand) are going down because the return for the advertiser isn’t quite there yet. “There’s a lot of bargaining going on.”

Among other list categories:

*Book-and-CD file prices fell to $110 per thousand from $115 per thousand last year.

*Paid circulation business magazine file prices fell to $130 per thousand from $135 per thousand last year.

*International e-mail file prices fell to $406 per thousand from $408 per thousand in the prior year.

The largest price increases came among consumer book and magazine buyers with a $1 per thousand increases over last year to $91 and $92 per thousand, respectively.